What is a Coming Soon Listing?

What is a Coming Soon listing, and can the property be shown while it is in the Coming Soon status? 

Coming Soon status indicates there is a signed Listing Agreement and the owners have requested, in writing, that the property not yet be shown until the “On Market Date”. The property may not be shown by anyone, including agents within the listing office until that date. Appointments may be made and open houses scheduled for AFTER the “On Market Date.”